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Page Title: Principles, Continued
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following principles apply to the entire store, not just  the  showcase  or  store  front. Attractive—The  display  should  enhance  the beauty   of   the   merchandise   and   reveal   its usefulness  and  qualities.  The  area  in  which  the merchandise  is  displayed  must  be  clean.  You  must not  allow  finger  smudges  to  remain  on  fixtures or  on  the  Plexiglas.  Decorations  always  add  to the attractiveness of a display. They change the atmosphere  of  the  store,  remind  the  patrons  of the  seasons,  and  may  very  well  give  a  new appearance  to  merchandise  that  has  been  in  stock for   some   time.   The   use   of   color   is   also   an important  asset.  You  can  use  color  on  the  shelves, on  the  showcase  backing,  and  throughout  the store.  The  merchandise  must  always  look  new, clean,  fresh,  and  inviting.  The  most  meticulous display  will  not  persuade  patrons  to  purchase junk.  On  the  other  hand,  top-quality  merchan- dise will suffer a visual markdown if it is displayed carelessly. Easily seen—The best area in the ship’s store from the patron’s point of view is eye level. This is called the golden area of retail display. Small items that would be otherwise overlooked should be displayed in this area. The golden area is also the best location for unknown or new items. The type of response a new item featured at this level receives  may  indicate  future  sales  potential  of  the item. Larger items should be placed on the lower shelves.  Labels  on  larger  items  are  easier  for customers to see because the size of an item com- pensates  for  its  distance  from  the  customers’  eyes. Keep   in   mind   that   the   major   concern   is   the merchandise itself. The merchandise must never be  hidden  by  signs,  labels,  or  decorations. You can use brightly lighted display cases to make  the  merchandise  more  easily  seen.  If  you use fluorescent lights, make certain they are in- stalled vertically so there is an even distribution of light to all parts of the case. Replace all burned- out  lights  immediately.  Normally,  it  is  best  to cover   the   back   of   the   showcase   with   opaque sliding  doors  or  curtains.  This  will  prevent  the customer’s  eyes  from  wandering  through  the display  into  the  interior  of  the  store. Quickly identified—The use of signs or tickets helps good customer shopping and speeds up the buying  process.  Before  preparing  signs  of  your own,  consider  what  already  has  been  prepared  for you.  Most  items  have  labels  or  informative  copy on the packaging. Place this information in such a manner as to make reading easier. You can also use newspaper or magazine advertisements. Visual merchandising  support  services  are  available  to you  from  almost  all  Navy  exchanges.  You  can obtain  these  services  in  connection  with  ship’s store  merchandising.  The  services  can  be  provided during  in-port  periods  from  a  Navy  exchange serving  the  local  area.  For  this  reason,  travel orders  will  not  be  needed.  Remember  the  costs of support services from the local Navy exchange are  reimbursable.  The  costs  will  usually  include payroll   charges   for   the   visual   merchandising specialist  and  the  cost  of  materials. Display the item to illustrate its purpose and use.  The  customer  deserves  to  know  why  the merchandise  is  a  good  buy.  The  seller  should supply the store operator with information about the item. The store operator should then pass on this  information  to  the  patrons.  The  types  and characteristics of an effective sign will be discussed later in this chapter. Neatly  arranged—Merchandise  must  always be neatly arranged. When you are using shelves directly behind the selling area of the store, you should arrange merchandise to fill as much cubic space  as  possible.  You  can  stack  certain  items  two or  three  deep  wherever  practical.  Display  high- priced   and   pilferable   merchandise   where   the operator  can  keep  an  eye  on  it. Accessible—Make  displayed  material  readily accessible to the store operator and the customer. By   doing   so,   you   will   avoid   long   lines   of impatient  shoppers.  You  can  give  better  service and  the  patron  is  less  likely  to  waste  time. Merchandise should be arranged to minimize the operator’s  trips  or  steps  away  from  the  sales window. Besides speeding up customer sales, this strategy  also  reduces  pilferage.  Display  the  fastest moving items (as determined by available purchas- ing  and  selling  history)  where  they  can  be  conven- iently  reached  and  handed  to  the  customer.  Try to place this merchandise in an area that is easy to  restock.  Cigarettes,  for  example,  should  be placed  on  a  lower  shelf  because  they  are  bulky items  and  must  be  restocked  frequently.  Avoid any tendency to place warehouse merchandise in the  display  case. Correlated—Items  should  be  shown  together if  they  are  related  in  use  or  purpose.  One  item frequently   suggests   another.   Usually   some characteristic  in  common  causes  items  to  be correlated.   The   importance   of   this   principle cannot  be  overemphasized.  If  necessary,  move  a whole  shelf  to  achieve  proper  correlation.  For example, shoelaces and shoe polish, toothbrushes and  toothpaste,  and  cigarettes  and  tobacco  should be  arranged  together.  Separate  areas  should  be set  aside  for  categories  of  merchandise  that  are 6-3

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